Imagine you’re driving down the highway and suddenly your car engine starts making a strange noise. You pull over, pop the hood, and try to figure out what’s wrong. You’re stumped. What do you do? You pick up your phone and dial the customer service number of the car manufacturer. A friendly voice answers, listens to your problem patiently and assures you that someone will be there to help you in no time. This is the power of contact centres.
They are the lifeline for customers in distress and the backbone of any organisation’s operations. From handling inquiries to providing support and dealing with complaints, contact centres have become an integral part of the customer experience. In fact, their role in ensuring customer satisfaction and loyalty has become so crucial that it directly contributes to a company’s success. If you are not convinced, look at social media and Reddit posts. When someone is unhappy they don’t just keep it to themselves. The number of agents that hear “that’s it, we are going to change banks” because of service is alarming.
Despite the critical role that contact centres play they are often overlooked when it comes to marketing strategy. Many companies focus their marketing efforts on external campaigns, neglecting the internal marketing strategy of their contact centres. This oversight can lead to decreased customer satisfaction and loyalty, resulting in lost revenue and damaged brand reputation.
To avoid these negative consequences, companies must prioritise the internal marketing strategy of their contact centres. Internal marketing is the process of promoting a company’s mission, values, and brand message within the organisation, specifically to its employees. By ensuring that employees are aligned with the company’s mission and values, companies can improve customer satisfaction and loyalty.
According to a survey conducted by Marketing Charts, companies with strong internal marketing programs are three times more likely to have a good reputation than those without. They also have higher employee engagement, leading to increased productivity and profitability.
Mellissah Smith, CEO of Robotic Marketer, emphasises the importance of internal marketing in the contact centre industry. “Contact centres are a vital component of any organisation’s customer service strategy,” Smith says. “However, companies often neglect the importance of internal marketing in these centres. Employees who are not aligned with a company’s mission and values are unlikely to provide excellent customer service, resulting in lost revenue and brand reputation.”
To ensure that employees are aligned with a company’s mission and values, companies must first define their mission and values clearly. This clarity will ensure that employees understand the company’s objectives and can communicate them to customers effectively. By doing so, companies can ensure that every customer interaction reflects their brand message, increasing customer satisfaction and loyalty.
An example of a company that has effectively integrated its mission and values into its contact centre operations is Zappos. The company’s mission is to “deliver happiness,” and it has been successful in doing so by prioritising employee satisfaction. Zappos has been recognised as one of the best places to work, and this satisfaction is reflected in the quality of customer service provided by its contact centres.
Zappos has also taken a unique approach to customer service by encouraging its employees to personalise customer interactions. For example, when a customer calls to inquire about a product, Zappos employees may also ask about the customer’s day or offer recommendations for similar products based on their preferences. This personalised approach to customer service has contributed to the company’s success and has helped it stand out from competitors.
Another example of a company that has effectively integrated internal marketing into its contact centre operations is Southwest Airlines. The company’s mission is to “connect people to what’s important in their lives,” and it has been successful in doing so by prioritising employee training and engagement.
Southwest Airlines has also taken a unique approach to customer service by empowering its employees to make decisions that benefit the customer. For example, if a flight is delayed, Southwest Airlines employees may offer customers a voucher or a complimentary flight as compensation. This customer-focused approach to customer service has contributed to the company’s success and has helped it stand out from competitors.
To effectively integrate internal marketing into contact centre operations, companies must also prioritise employee training and development. By providing employees with the necessary tools and resources, companies can ensure that they are equipped to provide customer service levels that they aspire to achieve.
Internal marketing strategies need flexibility especially when it comes to hybrid working environments. Using platforms like Robotic Marketer to develop, manage, execute and report on the performance of marketing strategy is game changing for contact centres seeking to heighten both employee and customer experience levels.